WEBINAR SERIES INTERNATIONAL TRENDS IN GIFTS IN WILLS

Transcription

1 WEBINAR SERIES INTERNATIONAL TRENDS IN GIFTS IN WILLS KAREN ARMSTRONG CFRE MFIA CAMPAIGN DIRECTOR PROUDLY SPONSORED BY

2 Where it all began 1993 Diana Newman and colleagues of Columbus Foundation. Created Leave a Legacy (North America) Why UK s Remember a Charity says it best: To do what no single charity has ever been able to achieve on its own: make legacy giving a social norm. Source:

3 LEGAVISION PROUDLY SPONSORED BY

4 More and more National Campaigns A growing number of national Legacy Campaigns

5 Worldwide almost 1,000 charities involved 160 Number of charities

6 Organisational affiliation Affiliation with national fundraising association 6, 40% 9, 60% 60% is affiliated, 40% not connected

7 CAMPAIGN BUDGETS ( 000 Euro) Australia Austria Belgium Czech Finland Ireland Italy NZ Netherlands Spain Sweden Switzerland UK Euro Thousands

8 Media strategies Other Radio Outreach / Media Adwords Twitter Facebook YouTube Billboards Televison Magazines Newspapers Pro bono Events 0% 10% 20% 30% 40% 50% 60% 70%

9 UNITED STATES

10 The campaign in the US Campaign: Leavealegacy.org Organisation: Partnership for Philanthropic Planning Organisation website: ppnet.org Commenced: 1993 Structure: Rolled out via volunteers in the Partnership-affiliated planned giving councils

11 Giving in US Fact Value Source Population 323 million US Census Bureau Number of deaths 2,596,993 National Center for Health Statistics % population giving 67% of households Nonprofit Almanac Value of donations 358bn (2014) Giving USA % Popn leaving Gifts in wills 8% (2014) Giving USA Value of bequests $28bn (2014) Giving USA Average gifts in wills $32,000 Guidestar Top organisations receiving support Religious Congregations (33.4%) Education (14%) Human Services (9.7%) Giving USA

12 Campaign materials

13 Campaign material Print ads Posters Billboards Bus cards Newsletter template Radio PSA TV PSA

14 CANADA

15 Giving in Canada Fact Value Source Population 36 million Statistics Canada Number of deaths 268,056 Statistics Canada % population giving 84% (2007) Statistics Canada Value of donations 10bn (2007) / Ave $437 Statistics Canada Value of bequests Est $563m IaC estimate % Gifts in wills 4% (2004) increased to 7% today Leavealegacy.ca Average gifts in wills $30,000 Blackbaud Top organisations receiving support Religious Organizations (45%) Health (14%) Social Services (10%)

16 The campaign in Canada Campaign: Leavealegacy.ca Organisation: Canadian Association of Gift Planners (CADP) Organisation website: Commenced: approx 1993 Structure: 23 local programs under the CAGP roundtables

17 Campaign material

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19 UNITED KINGDOM

20 Giving in UK Fact Value Source Population Number of deaths 64 million 501,428 (England & Wales) approx 575,000 in UK % population giving 75% in past 12 months CAF Office for national statistics Value of donations 9.5bn Charity Market Monitor % Popn leaving Gifts in wills 7.3% actual (2013) / 17% claim to have left a bequest RAC Value of bequests 2bn RAC Average gifts in wills Legal 3 gifts per will 65% of solicitors & willwriters always or sometimes making the prompt RAC

21 The campaign in the UK Campaign: rememberacharity.org.uk Organisation: Institute of Fundraising Organisation website: Commenced: 2000 Structure: Central campaign. Team within IoF and ring-fenced funds

22 Campaign objectives

23 Campaign Material Strong focus on PR & events Social media TV campaigns last updated 2009 Collateral for RAC week bookmarks, vinyls Posters Drive charity shop presence

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25 Remember a charity election manifesto RAC 2015

26 NEW ZEALAND

27 The campaign in the New Zealand Campaign: Organisation: Fundraising Institute of New Zealand Organisation website: Commenced: 2013 Structure: Include a charity trust with independent board to FINZ

28 Campaign material

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30 AUSTRALIA

31 Giving in Australia Fact Value Source Population 23 million ABS Number of deaths 153,580 (92% with will) ABS % population giving 87% Giving Aust Value of donations $6.8bn ACNC % Popn leaving Gifts in wills 7.5% / 12% claim to have left a bequest Value of bequests $690m (est) IaC Giving Aust / IaC Average gifts in wills $60k Pareto/IaC Benchmarking Legal 40% are likely to ask their clients IaC

32 LIFE IS CHANGING IN AUSTRALIA 121,197 marriage 46,498 divorce 33,700 samesex couple s 32% Loneperson households 1 in % +2.4% 1st marriage civil celebrants religious 54.5% of couples both from Australia 2nd marriage for one or both AUSTRALIA - ABS

33 Target market Over 65 Women No children Positive attitude to charity Stable Asset rich (may not think so)

34 Statistics 91% of the population over 65 has a will 13% of Australia population is aged 65+. By 2051 this will be 25% 45.6% of females aged over 65 are widowed 160,000 childless women over the age of 65 currently lowest in 100 years. This will be 600,000 by 2051 By 2051 there will be 9 million Australian over 65

35 International summary Country US Canada UK Aust Value 28bn 560m 2bn 690m Pop n 323m 36m 64m 23m $/head $87 $15 31 $30

36 Role of sector campaigns Awareness raising marketing & communications Prompting Charity & public dialogue Consideration Have you ever considered leaving a donation to a charity or not-forprofit organisation in your will? Intention When you next update your will/make a will (delete as necessary), how likely are you to leave a donation to a charity or not-forprofit organisation in your will? Action Have you left a donation to a charity or notfor-profit organisation in your will Recommendation How likely would you be to tell others about leaving a donation in their wills 19% 15% 12% 5%

37 THANK YOU KAREN ARMSTRONG CAMPAIGN DIRECTOR FIA UPCOMING EVENTS FOR MORE INFORMATION AND TO REGISTER VISIT PROUDLY SPONSORED BY